Psychology of Advertising chapter 1 study guide

Psychology of Advertising chapter 1 study guide - 1)...

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1) Psychology of Advertising chapter 1 study guide a) Consumer behavior i) Definitions (1) Consumer behavior -The study of the processes involved when individuals or groups select, purchase, use, or dispose of products (2) Exchange -a transaction in which 2 or more organizations or people give and receive something of value (3) Consumer -a person who identifies a need or desire, makes a purchase, and then disposes of the product during the three stages of consumption (a) Prepurchase (i) Decision on need (ii) Alternatives? (b) Purchase (i) Is acquisition pleasant or stressful (c) Postpurchase (i) Does it perform its functions? (ii) Is the disposal environmentally safe? b) Market Segmentation i) Definitions (1) Heavy Users -faithful, repeat consumers (2) 80/20 rule -20 percent of users make up 80 percent of sales (3) Demographics used in marketing (a) Age (b) Gender (c) Family structure (d) Social Class/income (e) Race (f) Geography
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(g) Lifestyle (4) Relationship Marketing -when companies try to bond with frequent
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This note was uploaded on 06/09/2011 for the course ADVERTISIN na taught by Professor Na during the Spring '11 term at University of Texas at Austin.

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Psychology of Advertising chapter 1 study guide - 1)...

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